What does the brand NIKE focus on in their marketing? Who are they as a brand?

Compare the difference of quality and price of NIKE, Under Armor, Adidas, New Balance, Columbia, and Puma.

How to complete perceptual map based on each brand and why each brand has the place on the map regarding quality and price.

Also what type of customer segment would each brand market to based on the map, and what type of shoppers would it make sense to target??